THE IMPACT OF STEREOSCOPIC THRE-DIMENSIONAL (3-D) ADVERTISING The Role of Presence in Enhancing Advertising Effectiveness

被引：79
作者：
Yim, Mark Yi-Cheon [1 ]
Cicchirillo, Vincent J. [2 ]
Drumwright, Minette E. [2 ]
机构：
[1] Canisius Coll, Dept Mkt & Informat Syst, Richard J Wehle Sch Business, Buffalo, NY 14208 USA
[2] Univ Texas Austin, Dept Advertising, Coll Commun, Austin, TX 78712 USA
来源：
JOURNAL OF ADVERTISING | 2012年 / 41卷 / 02期
关键词：
VIRTUAL EXPERIENCE; INFORMATION; INTERACTIVITY; ENVIRONMENTS; TELEVISION; KNOWLEDGE; ATTITUDE; TELEPRESENCE; FAMILIARITY; ENJOYMENT;
D O I：
10.2753/JOA0091-3367410208
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The popularity of stereoscopic 3-D technology is encouraging advertisers to adopt this format as a new advertising tool in diverse contexts. This research investigates the impact of nonglasses and glasses types of stereoscopic 3-D advertising, and proposes a theoretical model examining the role of presence in advertising effectiveness. Due to their power to increase presence, both stereoscopic 3-D advertising formats have a significantly stronger impact on diverse marketing variables than flat 3-D advertising. A structural equation model reveals the process through which presence affects advertising effectiveness by enhancing enjoyment and increasing perceived product knowledge. In addition, the moderating effects of novelty and cybersickness on presence are identified.
引用
收藏
页码：113 / 128
页数：16
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